gauge google analytics conference: content experiments
DESCRIPTION
ISITE Design's Ryan Summers presents "Always Be Testing: How to lift your business by testing with Google Content Experiments" at GAUGE conference, October 2012.TRANSCRIPT
Optimization
Essentials
A full service digital agencyISITE Design
ALWAYS BE TESTINGThe leads are weak? Your landing pages are weak!
Spent on digital advertising and promotions in the US
$62BY 2016
$39.5IN 2012
BILLION
BILLIONhttp://www.go-gulf.com/blog/online-ad-spending
57%Of companies that test demonstrate positive ROI
47% Don’t know or do not calculate
MarketingSherpa 2011 Landing Page Optimization Benchmark Report
Companies that test…VALUE OF TESTING
• Learn more about your customers• Deliver better user experiences• Get better return on your digital
investments• Build a culture of data-driven and
user-focused design• Discover something totally new and
unexpected!
Keep it simple5 STEPS TO GET STARTED
Find Friction
Make Hypothesis
Test It!
Share & Learn
Set Goals
a/b testingOVERVIEW
a/b testingKEY DIFFERENCES
• A/B Split Testing– Faster Results– Fewer Visitors– Design Freedom
Multivariate testingOVERVIEW
Multivariate testingKEY DIFFERENCES
• Multivariate Testing– No Redirects– Requires more time and more
traffic– Requires less design resources– Element Contribution
Eliminate Friction3 SIMPLE RULES
1.Be clear and specific2.Increase trust3.Customer first
PrioritizeWHAT TO TEST
Page Length
Page Header Image
Number of CTAs
Number of Columns
Navigation Logic/ Complexity Navigation Location
Modal Box Design
Location of CTA
Hero Shot
Headline Copy
Form LogicForm Layout
Content of ImagesButton CopyBody Copy
Balance of Text and Graphics
* Impact analysis provided by Marketing Sherpa 2011 Optimization Benchmark Report
TriageWHAT TO TEST
First focus on the elements on a page and which pieces are important to the experience and which ones are not. These tests tend to run more quickly because they are more drastic changes. They are also easier to code because they are usually simple style changes and do not require high-cost creative assets.
• Real-Estate• Location• Size• Existence• Position
RefineWHAT TO TEST
After you have identified pieces of the page that are high contributors to conversion, you can start testing them in combinations and with more granularities.
• Presentation• What it looks like
• Function• What it does• How it is programmed• How it reacts to user input
• Copy• What it says
• Audience• Who it is targeted to
Top elementsWHAT TO TEST
Copy CTA Images Layout Navigation Form0%
10%
20%
30%
40%
50%
60%
36%
41%
30%
50%
17% 18%
Significant Impact by Element
Marketing Sherpa 2011 LPO Benchmark Report
Top segmentsWHAT TO TEST
2OO% MORE LEADSUsing Google Website Optimizer we were able to identify three themes that changed the way SolarWorld USA approached lead generation.
http://www.isitedesign.com/insight-blog/12_05/solarworld-americas
Key conversion pathsFOCUS ON FUNNELS
Organic searchCT
Asla
ndin
g pa
ges
sour
ces
conv
ersi
onPaid searchDisplay ads Offline adsEmail campaigns
Theme 1SEGMENTATION
Theme 2QUALIFICATION
Theme 3CONVERSION
GCEGoogle has a FREE testing tool, so you have no excuse not to try testing.
Google Content ExperimentsNEW FEATURES
• Only the control script will be necessary to run tests• Google Analytics advanced segments and page metrics
will be available along with optimizing goal conversions based on your test pages.
• Improved statistical engine for analyzing experiments, which will help making decisions faster about the winning/loosing pages.
• Dynamic Traffic Allocation functionality: traffic will be shifted away from low-performing variations, over to higher performing ones.
• Makes you wait for 2 weeks before it shows a winner.• Tests expire after 90 days
Google Content ExperimentsLIMITATIONS
• No multivariate testing• Limited to 5 variations• Best for landing pages• Can’t test global elements• No E-Commerce Transaction Goals• 12 test per profile at once• Each test requires it’s own code
Google Content ExperimentsLIMITATIONS
• No multivariate testing• Limited to 5 variations• Best for landing pages• Can’t test global elements• No E-Commerce Transaction Goals• 12 test per profile at once• Each test requires it’s own code
Google Content ExperimentsWALKTHROUGH
GCEs Simple architecture allows for innovative enhancements (hacks).
TRY STUFF
ISITE Content ExperimentsDEMO
